Marketing

sorry

Is an apology an effective marketing campaign?

Companies have been issuing mea culpas to its customers for decades. But the quality, timing and audience for the corporate apology has to be nuanced in order to be effective. Wharton professors discuss the efficacy of the numerous corporate messages broadcast to the public.

Penn Today Staff ・



In the News


WHYY (Philadelphia)

Philly anti-violence group says a national gun violence ad campaign missed the mark

Americus Reed of the Wharton School says that a message to reach the communities most affected by gun violence, particularly Black teens in Philadelphia, must feel rooted in their lived experiences.

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The Telegraph

The spiritual core of Lent may still lurk behind silly virtue signaling

Americus Reed of the Wharton School says that it’s difficult to parse which online campaigns simply amount to virtue signaling or “moral peacocking.”

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The Washington Post

What to know about the no-shopping ‘economic blackout’ on Feb. 28

Americus Reed of the Wharton School says that protest movements and collective organizing take time, especially as consumers deal with the normal pressures of life.

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USA Today

Walmart self-checkout: How retailer’s DIY lanes don’t check out with some shoppers

Santiago Gallino of the Wharton School says that too few staffed registers in a retail operation can frustrate customers who prefer traditional checkout, while an over-reliance on self-checkout can introduce inefficiencies and revenue loss.

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Salon.com

Gen Z is ‘de-influencing’ on social media

According to a collaborative report by the Wharton School’s Baker Retailing Center, 75% of Gen Z consumers say that sustainability is more important to them than brand name when making purchase decisions.

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The Atlantic

What is Hims actually selling?

Peter Fader of the Wharton School says that the percentage of Hims’ operating expenses spent on marketing is high and unsustainable.

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